Global Marketing Strategy - Control and Competitive

Question: Discuss about the Global Marketing for Strategy, Control and Competitive. Answer: Introduction: Uccello has already emerged as one of the favorite destinations for the Australian foodies, and as the restaurant chain has earned enough recognition among the masses in Australia, it is high time that it expands its business to other parts of the world. Globalization is an important step as it helps an organization develop its brand value, diversifying its market and consumer market. It has been observed that Uccello has been encountering increasing competition from some of the rival organizations in Australia, and hence expanding the market is a wise option for the organization. Global expansion will aid Uccello set up its outlets in different other parts of the world, especially in the localities where there is lesser number of restaurants. This will provide a competitive advantage to Uccello. Further, there is an absence of cheap labor force in the existent market of Australia, but Uccello can set up outlets in foreign locations, such as Egypt, Kenya or India (Jannesson et al., 2 014). With the advent of technology, it is now easier for an organization like Uccello to expand globally, and yet maintain co-ordination among the various outlets. The innovative technologies of the modern era, such as the new Information and Communication Technologies, will allow Uccello to deploy resources and operations on a global scale, and yet maintain central control (Miller, 2014). Further, social media marketing, which in itself is a part of the technological innovation, can be effectively used to create a new loyal customer base, before Uccello gains sufficient recognition in the foreign market. Cost scale is no less an important driver of globalization. It should be remembered that Uccello, at present, offers its service with the help of local labors, and the labor cost borne by the organization is quite expensive (Portrafke, 2013). However, global expansion will help the organization take advantage of cheap labor force and it is quite obvious that cheap labor will lead to chea per cost of production. As a result of cheaper cost of production, Uccello can charge comparatively less price on its products, and this will eventually lead to greater profit-making capacity of the restaurant. The government also nowadays plays an extremely lenient role in facilitating an organization to expand globally. Uccello, as a result of trade liberalization policies and the deregulation policies of the government, can much easily enter a foreign market in lieu of much reduced tariffs. The General Agreement on Tariffs and Trade, for instance, has helped considerably to reduce the tariff and other barriers of international trade, and hence Uccello should take advantage of the situation (Stein, 2012). At present, the world is reduced to a global village. With the advancement of communication and technology, an organization may be located in various regions of the world, but the communication among the various centers of the organization is never interrupted. With the help of the internet, it is easier for an organization to stay connected with its outlets, to have central control on the daily purchase and sale, and most importantly to communicate its benefits and unique service to a l arger number of people. Hence, keeping into consideration the factors favoring the global expansion of an organization, Uccello should extend itself to other regions of the world as well. Reference List: Jannesson, E., Nilsson, F., Rapp, B. (2014).Strategy, control and competitive advantage. Springer,. Miller, K. (2014).Organizational communication: Approaches and processes. Nelson Education. Potrafke, N. (2013). Globalization and labor market institutions: International empirical evidence.Journal of Comparative Economics,41(3), 829-842. Stein, J. L. (Ed.). (2012).The globalization of markets: capital flows, exchange rates and trade regimes. Physica.